A collaboration that redefines ceramic tile design with Artificial Intelligence and cutting-edge solutions for the new Reply hub in Turin

Reply, in collaboration with the ACPV Architects Antonio Citterio Patricia Viel architecture and interior design studio, has launched an experiment that uses Artificial Intelligence techniques for the design and production of ceramic tiles with Marazzi. This is one of the first cases of AI successfully applied to the design of ceramic tiles. By combining skills and knowledge, cutting-edge solutions have been created for the new Reply center in Turin, at the Caserma de Sonnaz.

Redefine the boundaries of design and production processes

“The initiative stems from the desire to create a unique design for the flooring of the Art and Technology space in the new Reply headquarters, at Caserma de Sonnaz” explains Tatiana Rizzante, CEO of Reply. “A new chapter in ceramic tile innovation thanks to AI: the collaboration with ACPV Architects and Marazzi has made it possible to mix aesthetic mastery and cutting-edge technology, redefining the boundaries of design and production processes.” Through the use of generative models (Stable Diffusion, Midjourney and Dall-E 2) it was possible to design new materials and improve productivity, creativity and environmental impact.

Maximum quality and realism

Experimentation has made it possible to overcome important technical challenges, creating high-quality images to be used in Marazzi's production processes. The images, starting from samples of real materials and patterns, were elaborated by the Machine Learning Reply team (a Reply Group company specializing in AI) and ACPV Architects using inpainting, outpainting, variation and super resolution techniques to ensure maximum quality and realism.

A sustainable approach

“Innovation helps to improve processes and products every day, to use energy sources and raw materials in a more conscious way, to promote circularity in production processes” comments Mauro Vandini, CEO of Marazzi Group. “This experimentation, which applies AI to the design of ceramic products, is a concrete example of our approach to sustainability: open, multidisciplinary, which has welcomed contributions and expertise from Reply and ACPV Architects, as well as a technological leap that opens up infinite creative possibilities".

Between nature and artifice

Experimentation with AI opens up new possibilities in interior design: using algorithms with a vast amount of data, the project team has created unique patterns that stimulate emotions, offer unprecedented experiences and create a new link between nature and artifice. “The reproduction of natural patterns has a long history in architecture and interior design, but today we have the possibility to generate new patterns that go beyond the limits of nature. The generated images allow for the creation of marble patterns that meet specific needs through color combinations, personal preferences and spatial configurations,” says architect Patricia Viel, CEO of ACPV Architects.